Pajama Sales Drive Holiday Growth for Vermont Teddy Bear
The Vermont Teddy Bear Co. reported this week that orders booked Dec. 1-26 increased 29 percent compared with the same period last year.The Shelburne, VT-based multi-channel retailer of teddy bears, pajamas, chocolates, flowers and other gift items received 105,000 orders this year for its BearGram, PajamaGram, TastyGram and Calyx & Corolla gift products. In 2003, the company took 81,000 orders during the same period. Orders for the PajamaGram segment skyrocketed 147 percent this year.
"The PajamaGram segment that we launched from a mere idea in April 2002 is now larger than the flagship BearGram segment in numbers of orders for the Christmas selling season," company CEO Elisabeth Robert said in a statement. "After successfully testing new marketing strategies for PajamaGram last Mother's Day, we layered a much larger catalog and television campaign on top of our developing radio campaign in this segment to drive the increase in holiday volume."
Chantal Todé covers catalog news for DM News.com. To keep up with the latest catalog news subscribe to our free e-mail newsletter DM News Daily by visiting www.dmnews.com/newsletters
